MIGRAIN: audience theory 1

  Alezey

audience theory 1:

 Hypodermic needle model

1) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?
 

This links to the hypodermic needle model because it states playing violent video games can lead to aggression over time which is injecting a mindset into a person. Whereas playing racing car games wouldn’t have an effect on the player.


2) How does coverage of the Talk Talk hacking case (see Daily Mail front page below) link to the hypodermic needle model? Why might someone criticise this front page? 

This links to the hypodermic needle model as it shows how young people are influenced towards video games and conveys how it can affect them in a short period of time. People may criticise the front page as it promotes misbehaviour from children and also suggests it was because the mother is single and further implies this occurred due to a low amount of censoring.

3) What do you think of the hypodermic needle theory? Do audiences believe everything they see in the media?

I don't fully agree with the hypodermic needle theory because it suggests audiences believe everything they see, and that's not really true today. People nowadays factcheck the media, and get information from many different places. Some people can be influenced easily, but most audiences don't accept everything the media 'injects' into them.

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Two-step flow model

1) Summarise the two-step flow model. What is an opinion leader?

The two-step flow model indicates media messages don't go straight to everyone. Instead, the media first reaches opinion leaders, which is someone who is more informed, confident and influential and pay close attention to the media and understand it well. These opinion leaders then pass on their views to others, who trust them. So information 'flows' from the media ---> to opinion leaders ---> to the wider audience.

2) How do celebrities like Taylor Swift fit into the two-step flow model? 

Celebrities like Taylor Swift fit the two-step flow model because they act as opinion leaders who take information from the media and share it in a way their fans trust and pay attention to. When she speaks about music, politics, or social issues, many of her followers respond, discuss it, or even change their behaviour, showing that her influence shapes how audiences receive and interpret media messages rather than people relying on the media alone.

3) In your opinion, is the two-step flow theory still relevant today?

Yes, I think it is still relevant today, especially through social media, because people still listen to influencers, celebrities and creators to help interpret information more than the original media. We often get news or opinions through people online, so the message still passes through the opinion leader and the two-step flow theory is relevant today because of this.

Uses and Gratifications theory

1) For each of the four categories, write about one media text (e.g. film, TV programme, newspaper etc.) that fits that particular audience use or pleasure. Make sure you explain WHY it fits the category and use images or clips to illustrate your points. The first one is done for you.

Diversion: Film - Blinded By The Light. Entertaining and offering escapism for fans of Bruce Springsteen or anyone that enjoys coming of age films or culture-clash comedies.

Personal Relationships: Series - Sam and Cat. wholesome relationship between Sam and Cat and their babysitting service as roommates. Suitable for anyone who enjoys friendship shows and teen sitcoms.

Personal Identity: Film - Moana. Connects personal identity as she connects with the ocean and follows her own path, rather than staying on the island and listening to her parents. For people who enjoy adventure and musical animated films.

Surveillance: Series - The wire. Prominently features law enforcement and surveillance, good for people who enjoy crime drama.

Dependency theory

1) Do you agree that audiences have become dependent on the media? What evidence or examples can you provide to support your view?

I do think audiences have become dependent on the media because most people use it for almost everything now, like getting news and staying in touch with friends. For example, many people check social media first thing in the morning, and we rely on apps for travel, weather, entertainment and even basic information. This shows how the media has become part of daily life to the point where we feel lost without it, which supports the idea in dependency theory that the more needs the media fulfils, the more we rely on it.

2) How has the growth of new and digital technology in the last 15 years changed people's dependency on the media? Is this a new problem?

In the last 15 years, new and digital technology has increased people’s dependency on the media because smartphones and social platforms keep us constantly connected. Everything is instant and personalised, which makes it harder to switch off. Media dependency isn’t new, but the constant access and longer time spent online make the problem feel more intense today.

3) Reflecting on your own media use, how does your media consumption impact on your emotions? Does the media have an overall positive or negative impact on your health and wellbeing? What is your average screentime and how does this impact on your mood?

When I think about my own media use, it has both positive and negative effects on my emotions. On the positive side, it helps me discover new information, learn things quickly, and gain knowledge I wouldn’t have found on my own, and sometimes it relaxes me or makes me feel connected to others. However, when I spend too long scrolling, it can make me feel  tired, or overwhelmed, especially because it can take away the time I could have used to do something else, and i'd have to complete it later.. My average screen time is 7-12 hours which can impact my mood, so overall the media has a mixed effect on my wellbeing, helping me learn but also affecting me when I overuse it.

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Extension tasks A/A*

If you're interested in the debate regarding videogames and the impact on children read this blog on the subject. What is your opinion on whether videogames are positive or negative?

In my opinion, video games can be both positive and negative for children, depending on how they are used. They can help improve skills like problem solving, memory, and creativity, and many games encourage teamwork and communication. However, spending too much time gaming can lead to problems such as less physical activity, weaker school performance, and even social isolation. Overall, I think video games can be a good thing when they are played in moderation with the right content, but they can become negative if children rely on them too much or lose balance in their daily lives.